Chang Beer and Iris Sydney have launched a new brand campaign to target the south-east Asian market and position the beverage as something to share with friends.
The ‘Taste the Unexpected’ campaign is aimed at conveying Chang’s urban Thai provenance and raising awareness of the product outside its home market.
Targeting male beer drinkers aged between 21 and 35, the advertisement seeks to position the beer as a friendship beverage.
The 45-second video is centred around a group of mates drinking the beer in various locations, ending with the slogan ‘Brew the friendship’.
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Jon Kelly, creative director, Iris Sydney, said: “We wanted to flip the expectations of a Chang beer ad on its head, capturing the full glory of Bangkok’s energy and randomness without a Tuk-Tuk or Full Moon party in sight.”
Ronnie Teo, head of global marketing at Chang Beer, said: “Since we appointed Iris as our brand agency in 2014, the brand has seen incredible growth both locally and globally. We’ve enhanced our packaging and our overall brand language; we are now rolling out a range of brand communications and brand experiential platforms to further uplift consumer perceptions of the brand.”
The campaign is set to roll out across TV, print, outdoor and digital.
Credits:
- Creative – Iris Sydney
- Production – Now We Collide
- Director – Edward Copestick
- DOP – Boris Vymenets
- Photography – Billy Plummer